Polo Ralph Lauren is the latest luxury brand to announce that it’s opening its own company-owned stores in China. The move to go brick & mortar in China is part of its direct to customer approach in the country. The company is scouting the right places to set up shop and aims to start an e-commerce model in China as well.
The move places Polo Ralph Lauren as a somewhat belated arrival to the party of luxury retailers who are abandoning Asian licensee models, where they were selling their clothing in concessions or leased space in department stores, in favour of their own standalone stores.
Where will the Polo Ralph Lauren stores be? Shanghai? Beijing? Of course, but the company will take a hard look at other cities.
(Source: red luxury )